Slide 1

2

The Role of IMC in the Marketing Process

McGraw-Hill/Irwin

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

Emirates Airlines Marketing Success

Strong brand image and strong IMC programs https://www.youtube.com/watch?v=YWmcoKLaluE

2-2

Marketing & Promotions Process Model

2-3

Marketing Strategy and Analysis

Strategic Marketing Plan

Opportunity Analysis

Competitive Analysis

Target Market Selection

2-4

Marketing Strategy and Analysis

Opportunity Analysis

For the Health conscious market

Market Opportunities: - Areas where thereare favorable demand trends, company believes customer needs and opportunities are not being satisfied. - It can compete effectively

2-5

Marketing Strategy and Analysis

Competitive Analysis

Indirect Competition: Product Substitutes

-Analyze competition to be faced in market place: Direct and indirect (substitutes) - Competitive advantage: something special gives an edge over competitors

Direct Competition

2-6

The Target Marketing Process

1.

Identify markets with unfulfilled needs

2.

Determine market segmentation

3.

Select a market to target

4.

Position through marketing strategies

2-7

Target Market Identification

Isolate Consumers With Similar…

Social class

Lifestyles

Economic status

Geographic location

Marital status

Age Needs

2-8

Target Market Identification Isolate consumers with similar lifestyles, needs, and the like

Target Market Identification for Wireless consumer market 2-9

Target Market Identification The more marketers establish common ground with consumers, The more effective marketers communicate

2-10

Market Segmentation

• Dividing a market into distinct groups • With common needs • Who respond similarly to a marketing situation 2-11

Bases for Market Segmentation

Demographic

Geographic

Socioeconomic

Gender

Region

Income

Age

City size

Education

Race

Metropolitan area

Occupation

Life stage

Density

Birth era Household size

Psychographic

Residence tenure

Personality

Marital status

Values/Lifestyle 2-12

Geographic Segmentation

Soft Drink brand only for Texas, US.

Beer brand only for Hanoi region

Big Red/ Bia Hà Nội targets a specific geographic region 2-13

Demographic Segmentation

Segmentation by Gender 2-14

Psychographic Segmentation

2-15

Selecting a Target Market

1 Determine how many segments to enter

2

Determine which segments have the greatest potential

How many segments Trung Nguyen Coffee enters in? 2-16

Segments  Market Coverage Options:

Undifferentiated

Concentrated

Differentiated

2-17

Undifferentiated Marketing

Ignore segment differences and offer just one product or service to entire market

2-18

Differentiated Marketing Marketing in a number of segments, developing separate marketing strategies for each

Levi Jeans uses differentiated marketing strategies for each segment 2-19

Concentrated Marketing Firm selects one segment and attempts to capture large share of this market

https://www.youtube.com/watch?v=pLhzf7beHIM 2-20

Market Positioning

Fitting the product or service to one or more segments of the broad market in such a way as to set it apart from competition 2-21

Positioning Strategies Attributes and Benefits Price/Quality Use/Application

Product Class Product Users

Competitors Cultural Symbols 2-22

Positioning by Cultural Symbol

How about Vietnam?

2-23

The Marketing Planning Program

Product Decisions

Promotional Strategy

Distribution Channels

Price Decisions

2-24

Branding Goals

Build & maintain brand awareness and interest

Develop & enhance attitudes toward the company, product, or service

Build & foster relationships between the consumer and the brand

2-25

Branding

Brand Identity vs. Brand Equity

2-26

Branding

Brand Identity Combination of name, logo, symbols, design, packaging, and image of associations

2-27

Branding and Packaging Decisions

BRANDING

Brand name communicates attributes and meaning

Advertising creates and maintains brand equity

PACKAGING Has become increasingly important

Often the customers’ first exposure to product

2-28

Packaging Creates Image

2-29

Packaging Creates Image

2-30

Pricing Decisions

Factors the firm must consider

What consumers give up to buy a product or service

Costs

Time

Demand

Mental activity

Competition

Behavioral effort

Perceived value

2-31

Relating Price to Ads and Promotions

Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices reflect bargain or “value” perceptions Price, advertising, and distribution must be unified in identifying product position

2-32

Market Channels

Sets of interdependent organizations involved in the process of making a product or service available for use

2-33

Channels and Image • Channels can impact communication objectives • Image • Store displays • Point-of-purchase merchandising • Shelf footage

2-34

Types of Channels • Direct • Driven by direct-response ads, telemarketing, the Internet • Often used when selling expensive and complex products

• Indirect • Network of wholesalers and/or retailers

2-35

Push vs. Pull Strategies

2-36

Test Your Knowledge An ad in a publication aimed at veterinarians explains why they should recommend Eukanuba cat food to the owners of the cats they treat. This is an example of: A) Consumer advertising B) A promotional pull strategy C) A harvesting strategy

D) A consumer promotion E) A promotional push strategy 2-37